B2B Marketing Blog

Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

Welcome back to our four-part series on marketing operations leadership

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information.

By generating objective and persuasive information you'll be able to drive transformation at your organization. 

This post helps you do that by providing a framework for using the scientific method in marketing operations.

Keep reading Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

Topics: marketing operations

How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing

Movies and novels are examples of where unpredictability is welcomed. But this doesn’t hold true in marketing. We like a little bit of predictability when it comes to the revenue we can expect from our campaigns.

Murder mysteries and detective stories that keep us watching or reading use unpredictability as a hook. But that shouldn’t apply to your marketing reports. Let’s leave mystery to the Hollywood writers, and focus on helping guide your organization to better decision making through forecasting.

In this post we show you how to turn your marketing data into a forecast so you can make good budgeting decisions and deliver actionable information to the leadership team.

Keep reading How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing

Topics: marketing operations, forecasting

How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Welcome back to our series on marketing operations leadership.

In this lesson we'll show you how to become the marketing technology consultant at your organization. Marketing technology is the source of customer information and the lever that controls the sales/marketing funnel. So it's increasingly important for marketers to be their organization's expert of the marketing technology stack.

But how do you do this?

Keep reading How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Topics: marketing operations, marketing technology

Core Competencies of the Marketing Operations Leader: Setting Up The Marketing & Sales Technology Core [PART 1 of 4]

Over the last decade, the growth of B2B marketing teams that have adopted marketing automation platforms (MAPs) as a fundamental tool in their marketing stack has given rise to the marketing automation specialist. While they’re not the ones writing the lead nurturing sequences or designing landing pages and lead forms, they’re the behind-the-scenes operators who have mastered the setup, organization, and flow around marketing lead data.

But today, marketers are being tasked with and being held accountable to more than just attracting visitors and nurturing leads. According to a study by B2B Marketing and Marketo, nearly 70% of senior marketers say they feel pressure to demonstrate marketing’s contribution to the bottom line. And that revenue responsibility flows down to the entire marketing team.

This evolution has created the rise of the marketing operations professional.

Keep reading Core Competencies of the Marketing Operations Leader: Setting Up The Marketing & Sales Technology Core [PART 1 of 4]

Topics: marketing operations

4 Types Of MarTech Stacks With Big Implications For Marketing Operations

Marketers get a lot of insight by learning about the unique ways other marketers think about their marketing technology stack. It’s the point of the Stackies award, organized annually by the MarTech Conference.

While it’s very helpful to focus on individual stacks, we believe it’s also helpful to consider the common types of marketing technology stacks. The themes and patterns around how marketers build their stacks can give us deeper insights on how marketers approach go-to-market strategies and revenue generation.

Also, a typology of martech stacks is something we haven’t seen yet. In this post, we consider the types of martech stacks that exist out in the world by examining the 41 martech stacks submitted to this year's Stackies awards.

So let’s strip away the fluff and boil it down to its simplest form.  

Keep reading 4 Types Of MarTech Stacks With Big Implications For Marketing Operations

Topics: marketing operations, martech

How To Set Marketing Goals, A Management Guide To Revenue Generation

A marketing goal is so much more than a target objective. Good marketing goals are a prescription for action, telling your team how to reach them.

Setting a lofty a goal is one thing, being able to set a goal that is obtainable and realistic is another. You can’t have the latter without a firm understanding 

of what data and forecasts tell you. You cannot set good goals without knowing what’s realistic, what’s impossible, and what’s a stretch goal.

When it all goes according to plan, it’s the kind of magic that propels careers and gets marketers noticed for the vision, project management and creativity that went into hitting a revenue goal.

In this post we’ll discuss building a strong foundation in order to set and hit revenue goals -- revenue goals that are higher than last quarter, of course.

Keep reading How To Set Marketing Goals, A Management Guide To Revenue Generation

Topics: marketing operations

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

B2B marketing operations professionals have successfully staked a claim as marketing automation data process experts. Taking the next step, many have created a sales and marketing data foundation by connecting their marketing automation data to the CRM. But even if you’ve set up a great marketing automation platform like Marketo and a solid CRM system like Salesforce, there’s still work to be done.

Keep reading You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

Topics: marketing operations

How To Apply The Scientific Method To B2B Marketing

Great marketers of the past needed and relied on sharp instincts. They were gut-driven savants who could hit marketing home runs based on talent and sweat (yes, the Don Drapers of the world wrote A LOT of lines before they got to the right one).

In contrast, it seems like these days, a lot of marketers who believe in the importance of data skip straight to the reporting. They put something out into the world and then use data solely to report on their successes and failures. They laugh at traditional marketers for being dinosaurs, but they gloss over most of the truly important steps that data enables themselves, like the hypothesizing, the testing, and the iteration.

It’s a step in the right direction, but it’s actually not that different from the marketer who just uses their well-tuned gut. In this post, we’ll discuss how to apply the scientific method to use data to become better marketers and have a greater business impact.

Keep reading How To Apply The Scientific Method To B2B Marketing

Topics: marketing operations

5 Bold Predictions On The Future Of MarTech

As a marketing team we care about what marketing leaders see when they imagine the future of MarTech.

What is the rock that will shatter the way we work today? Why will marketing orgs operate differently tomorrow?

In addition to technology itself, the most important changes will always be around the use of technology -- and how the organizations will change processes and make spending decisions in the next several years.

Here are 5 predictions from our marketing team for the future of MarTech.

Keep reading 5 Bold Predictions On The Future Of MarTech

Topics: marketing operations, martech

Creating Unusually Good Marketing Dashboards, A Guide For Marketing Operations

In this post we’ll show you the indicators and metrics to include in your marketing dashboard. We’ll give you a tour of our marketing dashboard and the kinds of a decisions we make based on our leading indicators.

We recently showcased several marketing reports our customers use to guide their marketing decisions. Our marketing dashboards are based on the same reporting data, but the data is visualized to provides answers at a quick glance.

On this tour of the marketing dashboard you’ll see how we organize information and draw conclusions. Both of which are important skills in today’s data driven marketing environments.

Keep reading Creating Unusually Good Marketing Dashboards, A Guide For Marketing Operations

Topics: marketing operations, marketing dashboards

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